Adoption of Sharing Economies of Communitive Consumption Providing an Exchange of Services: A Conceptual Frame Work

Over the past decade many successful and fast-growing businesses, such as Airbnb, Uber, DogVacy, RelayRides, TaskRabbit, have developed. What these businesses have in common were their underlying business models which are the sharing economies of communitive consumption. Consequently, understanding what kind of communitive consumption services are customers willing to participate in, and examining factors that shape customers attitude towards CC and eventually intention to engage with communitive consumption in an online context is very important for practitioners, customers, and policymakers alike. Our intention in this paper is to present a conceptual framework that offers an understanding of factors affecting consumers’ attitudes and intentions towards adopting communitive consumption platforms. However, our focus will be directed towards communitive consumption platforms which provide services with direct relationship and effect on property and individuals with sentimental value to communitive consumption user such as pets. To achieve our goal of understanding consumer adoption of communitive consumption we provided a theoretical foundation for discussion and future research about these new, alternative consumption modes by proposing a series of testable research propositions; which we intend developing into empirical studies.